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Editorial rules bullet list beside Web3 and Web2 channel voice/avoid guidance, using blue and red color-coded labels.
Summary
The third Voice & Tone page, pairing editorial language rules with channel-specific voice guidance for Web3 and Web2.
Visual description
"Voice & Tone" is again the bold black left label. The middle column, "Language and Editorial Rules", bullet-lists style rules (acknowledge web3 where relevant, emphasize tokenization and transparency, use institutional-grade language, single consistent spelling such as "tokenization" not "tokenisation"). The right column splits into "Web3 Channels" and "Web2 Channels", each with a blue "Voice:" line and a red "Avoid:" line, then closes with a larger line: "We speak to both Web3 and TradFi, without alienating either." The blue and red labels are the only color on the page. Black on white; footer with page 13.
Key takeaway
Color-coding "Voice:" in blue and "Avoid:" in red, split per channel, makes do/don't guidance instantly scannable and is a clean use of the brand accent colors as functional signals.
Reuse notes
Excellent reference for multi-channel voice documentation. The blue/red Voice/Avoid coding is reusable for any brand that behaves differently across platforms.
